H&M fashion invades The Sims

LONDON H&M today announced the release this month of The Sims 2 H&M Fashion Stuff Pack, which includes virtual replicas of garments from H&M's summer collection and materials for users to create their own H&M store.

"We are very excited that H&M is the first brand to enter The Sims world in this way. For us, the stuff pack is a fun opportunity to meet our customers in a new and exciting environment and to show parts of our summer collection," says H&M's head of marketing Jorgen Andersson.

In conjunction with the launch of the Fashion Stuff Pack, H&M is inviting Sims players to compete in The Sims 2 H&M Fashion Runway Showcase and create outfits for six design themes in an online virtual runway throughout the summer. According to the company, one garment from Sims 2 H&M Fashion Runway Showcase will be produced and sold in H&M stores.

The Sims 2 H&M Fashion Stuff Pack will be sold via its owner Electronic Art's sales channels, both online and in stores. It will not be sold via H&M stores.